How To Improve Impression Share Google Ads

Impression share is an essential metric for any Google Ads campaign. It calculates the percentage of times your ads are displayed compared to the overall available impressions. Simply put, it indicates the frequency with which your ads are presented to potential customers. A low impression share suggests that your ads aren’t being viewed as frequently as possible, potentially negatively impacting your campaign’s effectiveness.

Understanding Impression Share

Before you can improve your impression share, it’s important to understand what it is and how it works. Impression share is calculated by dividing the number of impressions your ads receive by the total number of impressions available in a given auction. This means that if there are 100 impressions available for a particular keyword, but your ad only receives 50 impressions, your impression share would be 50%.

Improving Impression Share

There are several ways to improve your impression share in Google Ads. Here are some tips:

  • Increase your bid: One of the easiest ways to increase your impression share is by increasing your bid. This will make your ad more competitive in auctions and increase the likelihood that it will be shown to potential customers.
  • Optimize your keywords: Make sure you’re targeting the right keywords for your campaign. If you’re not using relevant keywords, your ads may not be shown as often, which can hurt your impression share.
  • Improve your quality score: Google uses a quality score to determine how relevant and useful your ad is to potential customers. A higher quality score means that your ad will be more likely to be shown, which can improve your impression share.


Impression share is an important metric for any Google Ads campaign. By understanding what it is and how it works, you can take steps to improve your impression share and increase the effectiveness of your campaign. Remember to keep track of your metrics and make adjustments as needed to achieve your goals.